A sponsored post with products on Facebook versus a strategically curated piece of interesting email—what would you like to go through? We wager the latter. It has been observed that instead of ads that directly try to sell them products or services, customers like a well-crafted email that includes engaging content. It’s not surprising that traditional marketing tools, i.e., emails, have not gone obsolete. They generate the best return on investment (ROI).
Now that you know how important content marketing is for brands, it’s essential for you also to distribute the content equally and effectively. A well-designed content marketing strategy is the way to go. While we will share tips and tricks to guide you through the journey, you must also keep in mind that content marketing plans must be dynamic. You must keep improving them with time. Make them topical!
Emailers or email newsletters are one of the most crucial marketing tools. It’s a given that brands wish to make the most of them and drive as many sales as possible. But, many brands and marketers are unaware that email newsletters are super effective in developing a solid bond between the brand and the customers.
Here are some tips that, if incorporated into your newsletters and content marketing plan, will help you gain success.
- Before kick-starting your newsletter journey, review some good examples of other brands’ newsletters. It will inspire you and will help you identify what works.
- Define your goals before you begin creating the templates. This will give you an idea of what elements to include.
- Strike a balance with 90% educational and 10% promotional content. Newsletters are different from your regular sales emails. They are supposed to have announcements, information about your brand and team, new upgrades, new launches, etc. But, they also help you sell your products indirectly.
- Set correct expectations right from the beginning. Let your introductory newsletter give your subscribers a fair idea about what to expect from future newsletters.
- Let your users know that they receive the newsletters because they subscribed to them. Also, give them an option to unsubscribe if they wish to quickly. Keep things transparent.
- Start with creative, catchy, and crisp subject lines. Some guidelines are the same for promotional and newsletter emails. This is one of those.
- Newsletters are generally filled with multiple CTAs. But that doesn’t mean that each CTA’s importance will be equal. Your newsletters should always have one most prominent call to action.
- Keep design and images simple and minimal. Content is the hero in newsletters. Let it stay that way. Catchy images are needed in promotional emails because you are trying to sell the product in those emails.
- Add interactive elements like surveys. Small surveys that won’t take up much of your readers’ time will be a good addition. It will help you gather feedback and make your users feel involved with your brand. In a follow-up newsletter, it will also be good to share the results and the changes you made corresponding to their feedback.
- Test! Always test your email newsletter before sending them out to a mass audience. Trust us, there can be multiple errors that you won’t notice, even if you check and re-check the template multiple times.
There you go! We have shared many valuable and creative ideas to help you curate an email newsletter that works. Marketers must amp up their creativity quotient before drafting newsletters.
If you dread doing this activity, we hope our ideas will come in handy. However, every customer is different. The manner our customers react to our brand’s marketing communication will always be unique. So, always test and see what works best before embedding it as a thumb rule in your newsletter templates. Don’t be afraid to experiment; else, it will turn monotonous for your users. Lastly, testing not just email newsletters but all marketing communication is key.
Brands generally send a newsletter to inform their users of the new upgrades or products introduced. While doing that, you may also want to inch towards the sales aspect a little. A good newsletter doesn’t just inform but also converts readers into paying customers.
Thus, while curating your next newsletter, make sure it includes interesting (and relevant) information about your brand and product, plus some attractive pictures. Some brands like to take the storytelling path. This helps hook readers. Experiment with a few formats and see what works best for you.
Yes, of course! Don’t underestimate the power a newsletter has. It is just as potent, if not more, as a promotional email. And well, if you have been a marketer for a while, you know that emails still top the list of best marketing channels despite all the new platforms.
To nail your content marketing strategy, find the correct tools to help you efficiently and effectively create newsletter templates. Remember – always strike a good balance between reporting new information and engaging the reader. As long as you can do that, you are good to go!
● Sender’s name and address
● Subject line
● Pre-header content
● Body of the newsletter
● Relevant images
● Signature and footer
● Ensure that you start with a strong introduction that hits just the right spot.
● Help them get a fair idea of what to expect from your newsletters in the future.
● Give them some benefits such as exclusive sales or offers.
● Tell them that they’re receiving your newsletter only if they subscribed to it, and give them an option to leave if they so wish.
● Always seek their feedback (and try to incorporate as much as possible).
If you want to take your brand’s marketing to the next level, newsletters should form an essential part of your marketing strategy. While they may be old, they are not yet obsolete (and won’t be for a long time). Unlike promotional emails, newsletters help you build a closer bond with your customers. And making a connection will never phase out. They help build up curiosity about your brand in your users and attract their interest.
● It’s tough for marketers not to include promotional details in a newsletter. But don’t make it too promotional. 10% promotional and 90% educational is a good start.
● Draft creative (and crisp) subject lines.
● Add internal details about your company, such as team member of the week. This will make your users feel like they are an integral part of your brand.
● Run contests. Competitions are not just a good idea for social media. Anything that comes with a gift is sure to amp up the interest of your users.
● Celebrate birthdays and honor milestones of both your company and team members.
● Send small surveys that won’t take up a lot of time to fill. It’ll be great if you also share the results in one of the future newsletters.
● Share motivational content and behind-the-scenes snippets.